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Lipitor: Women’s Insights Into Cholesterol Knowledge (LIPSTICK) - Report -

Lipitor: Women’s Insights Into Cholesterol Knowledge (LIPSTICK) - Report -. May 2, 2008. Objectives & Methodology.

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Lipitor: Women’s Insights Into Cholesterol Knowledge (LIPSTICK) - Report -

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  1. Lipitor: Women’s Insights Into Cholesterol Knowledge(LIPSTICK)- Report - May 2, 2008

  2. Objectives & Methodology • The overall objective of this study is to determine the level of cardiovascular knowledge held by Canadian women aged 40 and older as well as the effect poor cardiovascular health has on the lives of Canadian women living with high cholesterol or high blood pressure. • A total of 2000 Canadian women aged 40 and older answered an online survey between March 26th and April 5th, 2008. • Results from a sample this size can be considered accurate to within 2.19%, 19 times out of 20.

  3. Executive Summary LIFESTYLE • Cholesterol is NOT a top of mind issue for Canadian women aged 40 plus • More emphasis is placed on healthy eating as it relates to weight rather than heart health • On a yearly basis, women are more likely to get involved in charity work and participate in spring cleaning than get their cholesterol levels checked • Canadian women don’t necessarily practice what they preach to their children • While the majority of Canadian mothers aged 40 plus have at some point participated in health promotion with their children, nearly half do not get their personal cholesterol levels checked on a yearly basis as they should • Canadian women lack motivation to be physically active • The majority say their lack of motivation is what prevents them from getting enough exercise, more than anything else • 1 in 5 women diagnosed with high cholesterol or high blood pressure do NOT exercise • While the majority of women who commute to work say the round trip takes them less than 30 minutes, they opt for a car rather than walk or bike CURRENT STATE OF HEALTH • 8 in 10 Canadian women aged 40 plus are at risk of heart disease and perceive it as such, but do not take the risk seriously enough • 4 in 10 have NOT had their cholesterol checked in the past year • 1 in 6 women diagnosed with high cholesterol do not get it checked yearly • Having high blood pressure may be perceived as more serious than having high cholesterol • More women get their blood pressure checked on a yearly basis than their cholesterol • Higher incidence of women diagnosed with high blood pressure getting it checked yearly than women diagnosed with high cholesterol getting their cholesterol checked yearly • Those diagnosed with high blood pressure are more likely to take medication to control it than those diagnosed with high cholesterol are to take medication to control their high cholesterol • The majority of women suffering from high blood pressure do NOT make a connection between their high blood pressure and non-heart-specific medical problems such as kidney failure, loss of vision, dementia or arthritis

  4. Executive Summary KNOWLEDGE OF HIGH CHOLESTEROL/ BLOOD PRESSURE & ASSOCIATED RISKS Less than 1 in 5 women know their own personal cholesterol level (LDL or HDL) When it comes to cholesterol knowledge, the majority of women age 40 plus are unaware that exercise and a healthy diet are NOT sufficient to maintain good cholesterol levels and that cholesterol levels naturally increase with age Compared to cholesterol, Canadian women are even less knowledgeable of high blood pressure The majority are unaware that High blood pressure is the leading risk factor for death in North America More than 9 in 10 Canadians will develop high blood pressure unless they follow a healthy lifestyle, and High blood pressure can cause dementia The majority are also unaware of ethnicity and gender as risk factors for high blood pressure Half of Canadian women age 40 plus are unaware of the fact that more women than men die of Heart Disease every year Compared to other Canadian women, Quebecois are less knowledgeable of cholesterol and the risks associated with high cholesterol/ blood pressure Women are more likely to blame genetics than lifestyle habits for placing them at risk for heart disease 4

  5. LIFESTYLE

  6. Cholesterol is NOT a Top of Mind issue for Canadian Women Aged 40+ • Canadian women may perceive themselves as health conscious but their focus is on weight rather than heart health • Healthy eating ranks among the top two areas of discussion Canadian women aged 40 plus have with their mother but half (46%) say they spend the most time thinking about their weight and not their cholesterol levels; nor do they regularly discuss cholesterol with their mother • There is a trend, however for weight to become less of a concern with age (53% of women aged 40 to 49 spend the most time thinking about their weight vs. aged 50 to 59: 48% and aged 60+: 38%) Q5. Which of the following do you spend the most time thinking about? Would you say it is your ... Q9. Which of the following topics rank as the top two areas of discussion with your mother? Base: Canadian women age 40+ (n=2000)

  7. Lowering Cholesterol Levels to Improve Heart Health is NOT Top Priority for the Majority of Women Looking to Enhance their Personal Image • 6 in 10 (59%) Canadian women would not place their cholesterol levels as top priority with respect to enhancing their personal image • Heart health may become more of a priority with age as half (53%) of women age 60 plus place cholesterol levels as top priority while the likeliness of getting a personal trainer to improve fitness levels decreases with age (age 40 to 49: 29% vs. age 50 to 59: 22% vs. age 60+: 16%) • Quebecois women are also more likely than those in British Columbia, Alberta or Ontario to get a personal trainer (30% vs. 22%, 16% and 20%, respectively) or have Botox injections (10% vs. 2%, 4% and 4%, respectively) Q3. How would you prioritize the following items in respect to enhancing your personal image? Base: Canadian women age 40+ (n=2000)

  8. On a Yearly Basis, Women are More Likely to Participate in Spring Cleaning than Get their Cholesterol Levels Checked • While nearly half (46%) of Canadian women aged 40 plus do not get their cholesterol levels checked on a yearly basis, especially among those in British Columbia (38% do vs. ROC: 56%), the likeliness of doing so does appear to increase with age • Age 40 to 49: 36% vs. 50 to 59: 53% vs. 60+: 69% • Women are also more likely to get their blood pressure checked on a yearly basis than their cholesterol with the likeliness of doing so also increasing with age • Age 40 to 49: 54% vs. 50 to 59: 70% vs. 60+: 83% Q2. Which of the following activities do you do every year without fail? Base: Canadian women age 40+ (n=2000)

  9. 1 in 6 Women Diagnosed with High Cholesterol Do NOT Get their Cholesterol Levels Checked on a Yearly Basis • While over 9 in 10 (94%) of women diagnosed with high blood pressure faithfully check it once a year, fewer (83%) of those diagnosed with high cholesterol, faithfully check their cholesterol levels each year • There may be a greater correlation between high cholesterol and subsequent high blood pressure than high blood pressure and subsequent high cholesterol • 86% of those diagnosed with high cholesterol say they get their blood pressure checked every year versus 70% of those diagnosed with high blood pressure say they get their cholesterol checked every year Q2. Which of the following activities do you do every year without fail? Base: Canadian women age 40+ (n=2000)

  10. On a Yearly Basis, Women are More Likely to Get Involved with Charity Work than Get their Cholesterol Levels Checked • Over 6 in 10 Canadian women say they get involved with charity work at least once a year versus 5 in 10 who get their cholesterol levels checked every year • 9 in 10 (95%) women aged 40 plus manage to get a hair cut at least once every 6 months but 3 in 10 (30%) do not faithfully check their blood pressure every year and nearly half (46%) do not get their cholesterol levels checked Q4. How often do you do each of the following? Base: Canadian women age 40+ (n=2000)

  11. When it Comes to Health, Women Don’t Necessarily Practice what they Preach • 3 in 4 Canadian mothers aged 40 plus say they have at some point participated in health promotion with their children such as discussing healthy eating or their family’s health history, participate in physical activities or prepare healthy food All of the above: 54% Q7. Which of the following do you, or have you done, with your children?Base: Canadian women age 40+ who are a mother (n=1586)

  12. 1 in 4 Women Say Non-Personal Commitments are the Most Probable Reason for Taking Time off Work • While women commonly take a day off of work for personal illness (45%), 1 in 4 (24%) say they do for some other non-personal reason such as taking care of a sick child (11%) • Quebecois women, however, are less likely than other Canadian women to take a day off for personal illness (32% vs. ROC: 49%) and more likely to take a personal day for shopping or pampering (24% vs. ROC: 7%) Non-Personal: 24% Q8. When taking a day off from work, what would be the most probable reason?Base: Canadian women age 40+ (n=2000)

  13. 1 in 5 Women Diagnosed with High Cholesterol or High Blood Pressure Do NOT Exercise • The majority of Canadian women aged 40 plus are not getting enough exercise • 2 in 5 (40%) exercise less than three times a week and an additional 1 in 6 (15%) do not exercise at all (especially women in Ontario more so than those in Western Canada: 18% vs. Prairies west: 10%) • 3 out of 4 (74%) women who do exercise say they don’t get enough of it and this number is even higher among those who have been diagnosed with high cholesterol/ high blood pressure (78% and 79%, respectively) • For the large majority, the reasons for not exercising are within their control as 65% simply say they have a lack of motivation • Women residing in Ontario westwards to British Columbia are more inclined than those in Quebec or the Maritimes to have social commitments interfering with their ability to exercise (12% vs. 5%) Q10. How often do you exercise? Base: Canadian women age 40+ (n=2000) Q11. Do you feel you get enough exercise? Base: Canadian women age 40+ who exercise (n=1714) Q12. What are some of the barriers that you feel prevent you from getting enough exercise? Base: Canadian women age 40+ who exercise, but feel they do not get enough exercise (n=1293)

  14. While the Majority Say their Round Trip Commute is Under 30 Minutes a Day, Only 1 in 10 Walk or Bike to Work More than a Half Hour: 43% Q46. How do you commute to work? Q47. How much time does your daily commute to and from work take? Base: Canadian women age 40+ who are currently employed (n=1250) Base: Canadian women age 40+ who are currently employed and who commute to work (n=1009)

  15. CURRENT STATE OF HEALTH

  16. 8 in 10 Canadian Women Aged 40 Plus Have at Least Two Health Concerns Associated with Heart Disease • Half (47%) of women living in the Maritimes say they have a family history of heart disease, more than women living elsewhere in the country (ROC: 30%). Women in the Maritimes are also more likely to have high cholesterol than women living in British Columbia, Ontario or Quebec (35% vs. 18% and 20%, respectively) • Quebecois women, however are more likely than other Canadian women to smoke (23% vs. ROC: 17%) • Naturally, having high blood pressure or high cholesterol increases with age • High blood pressure (age 40 to 49: 15% vs. 50 to 59: 27% vs. 60+: 44%) • High cholesterol (age 40 to 49: 10% vs. 50 to 59: 20% vs. 60+: 30%) • Women who have been diagnosed with high blood pressure or high cholesterol are more likely than those who have not, to also have a family history of heart disease, to be obese, or to have diabetes Q14. Do you currently have any of the following health concerns? Base: Canadian women age 40+ (n=2000)

  17. 4 in 10 Women Have NOT had their Cholesterol Checked in the Past Year • Once again, women are more likely to have had their blood pressure checked in the past year than their cholesterol (84% vs. 60%) • While 4 in 10 women have not had their cholesterol checked in the past year this is especially true of those under the age of 60, as nearly half (46%) have not had their cholesterol checked in the past year • For the majority of those who have had their cholesterol levels checked, it was their doctor who recommended it (68%) Q17. How long ago, if ever, did you have each of the following tests? Base: Canadian women age 40+ (n=2000) Q18. Did your doctor recommend that you have your cholesterol levels checked or did you specifically ask? Base: Canadian women age 40+ who have had their cholesterol levels checked (n=1763)

  18. 6 in 10 Women Diagnosed with High Cholesterol Take Medication to Control it • 3 in 10 (27%) Canadian women aged 40 plus have been diagnosed with high cholesterol, with the likeliness of diagnosis increasing with age • 6 in 10 (62%) diagnosed take medication to control it • 4 in 10 (40%) women living in the Maritimes have been diagnosed with high cholesterol and 80% of those diagnosed take medication to control • Those who have been diagnosed with high blood pressure are also more likely than those who have not, to be diagnosed with high cholesterol (45% vs. 19%) Q28. Have you been diagnosed with high cholesterol by your healthcare provider/physician? Base: Canadian women age 40+ (n=2000) Q29. Do you take medication to control your cholesterol? Base: Canadian women age 40+ who have been diagnosed with high cholesterol (n=471)

  19. 1 in 3 Women Diagnosed with Cholesterol Did NOT Begin Taking Medication Until a Month or More After Diagnosis • While the majority (65%) of women diagnosed with high cholesterol begin taking medication within a month after their diagnosis, 1 in 5 (20%) do not until at least 6 months after their diagnosis • Half (50%) of diagnosed women take Lipitor to treat their high cholesterol 6 months later or more 20% Q30. How long after you were diagnosed with high cholesterol did you start taking medication? Q31. Which, if any, prescription medications are you currently taking to treat high cholesterol? Base: Canadian women age 40+ who have been diagnosed with high cholesterol and who take medication (n=278)

  20. Nearly 9 in 10 Women Diagnosed with High Blood Pressure Take Medication to Control it • 1 in 3 (31%) Canadian women aged 40 plus have been diagnosed with high blood pressure by their healthcare provider, with the likeliness of diagnosis increasing with age • Half (52%) of women who have been diagnosed with high cholesterol have also been diagnosed with high blood pressure Q34. Have you been diagnosed with high blood pressure by your healthcare provider/physician? Base: Canadian women age 40+ (n=2000) Q36. Do you take medication to control your high blood pressure? Base: Canadian women age 40+ who have been diagnosed with high cholesterol (n=544)

  21. 3 in 10 Women Diagnosed with High Blood Pressure Do NOT Begin Taking Medication Until a Month or More a After Diagnosis • While the large majority begin taking medication to control their high blood pressure within a month after their diagnosis (69%), 3 in 10 do not until a month or more after diagnosis • Most commonly, women with high blood pressure take Diuretic water pills to treat their high blood pressure (38%) 6 months or more later: 12% Q37. How long after you were diagnosed with high blood pressure did you start taking medication? Q38. Which, if any, prescription medications are you currently taking to treat your high blood pressure? Base: Canadian women age 40+ who are taking medication to control their high blood pressure (n=465)

  22. The Majority of Women Suffering From High Blood Pressure Do NOT Make a Connection Between their High Blood Pressure and Non Heart-Specific Medical Problems • 6 in 10 (64%) women do not believe their high blood places them at higher risk for kidney failure and even fewer associate themselves with risk of developing chronic headaches (72%), loss of vision (22%), Dementia (14%) and Arthritis (6%) • Women residing in Alberta, however, are more likely than other Canadian women to perceive themselves at greater risk for developing chronic headaches (49% vs. ROC: 26%) or loss of vision (48% vs. ROC: 20%) Q35. Because of your high blood pressure what other health problems do you think you may be at increased risk for...?Base: Canadian women age 40+ who have been diagnosed with high cholesterol (n=544)

  23. KNOWLEDGE OF HIGH CHOLESTEROL/ BLOOD PRESSURE & ASSOCIATED RISKS

  24. Perceived Importance of Having Healthy Cholesterol Levels Increases with Age • Having healthy cholesterol levels is important to over 9 in 10 (94%) Canadian women with the degree of importance increasing with age (see chart below) Q19. How important is it to you personally to have healthy cholesterol levels? Would you say it is ... Base: Canadian women age 40+ (n=2000)

  25. 4 in 5 Women Know How Much they Weigh but Less than 1 in 5 Know their Cholesterol Level All of the above: 39% Q1. While we are not looking for the actual number, which of the following numbers do you know? Base: Canadian women age 40+ (n=2000) Q21A. Do you know your HDL (good cholesterol) level? Base: Canadian women age 40+ (n=2000) Q22A. Do you know your LDL (bad cholesterol) level? Base: Canadian women age 40+ (n=2000)

  26. 3 in 10 Women Age 40 Plus Say Their LDL Level is Above the Recommended Level of 4.0 mmol/L • 2 in 5 (38%) women aged 40 plus say their LDL level meets the recommended level of 4.0 mmol/L or less while the majority (52%) say their HDL level is higher than the recommended level of 1.3 mmol/L Q21B. What is your HDL (good cholesterol) level? Base: Canadian women age 40+ who know their HDL level (n=261) Q22B. What is your LDL (bad cholesterol) level? Base: Canadian women age 40+ who know their LDL level (n=198)

  27. All of the above: 7% 6 in 10 Women Do NOT Know that HDL is the ‘Good’ Cholesterol • The majority of women who have been diagnosed with high cholesterol or high blood pressure are unaware of HDL as the ‘good’ cholesterol (55% and 60%, respectively) • Quebecois women are the most likely of all Canadian women to not know whether HDL cholesterol is good or bad (62% vs. ROC: 42%) Q20. There are two types of cholesterol - 'good' and 'bad'. Is HDL the 'good' or 'bad' cholesterol? Q25. LDL is the 'bad' cholesterol. Which of the following reasons explain why LDL is 'bad'? Is it because ... Base: Canadian women age 40+ (n=2000)

  28. Nearly 6 in 10 Women are Unaware that Exercise and a Healthy Diet are NOT Sufficient to Maintain Good Cholesterol Levels • When it comes to cholesterol knowledge, Canadian women aged 40 plus are the least knowledgeable of how to maintain good cholesterol levels and of the fact that cholesterol levels increase naturally with age • Nearly 6 in 10 (57%) are unaware that exercise and a healthy diet are NOT sufficient to maintain good cholesterol levels • 7 in 10 (70%) are unaware that cholesterol levels increase with age Knowledge of Cholesterol Q13 B/ D/ E/F &Q24 A/B/E/F. To the best of your knowledge, which of the following statements are True and which are False? Base: Canadian women age 40+ (n=2000)

  29. Canadian Women May be Less Knowledgeable of High Blood Pressure than High Cholesterol • At least half of Canadian women aged 40 plus are unaware that high blood pressure is the leading risk factor for death in North America (52%) and more than 9 in 10 Canadians will develop high blood pressure unless they follow a healthy lifestyle (55%) • Half (54%) do not know that White Coat Hypertension being a symptom where blood pressure is always low when measured at your doctor’s office but high otherwise is a myth • 8 in 10 (79%) Canadian women are unaware that high blood pressure can cause dementia Knowledge of High Blood Pressure Q32. To the best of your knowledge, which of the following statements are True and which ones are False? Base: Canadian women age 40+ (n=2000)

  30. The Majority of Women are Unaware of Ethnicity and Gender as Risk Factors for High Blood Pressure • 6 in 10 (61%) are unaware that ethnicity is a risk factor for high blood pressure and 8 in 10 (79%) do not realize that gender is • 8 in 10 (83%) women do not realize that stress, salt, genetics, lack of exercise, age, ethnicity and gender are ALL risk factors for hypertension • Quebecois women are the least aware of this fact (96% unaware) All of the above: 17% Q33. Which of the following are risk factors for hypertension (high blood pressure)?Base: Canadian women age 40+ (n=2000)

  31. Half of Canadian Women Are Unaware of the Fact that More Women than Men Die of Heart Disease Every Year • Canadian women aged 40 plus know, for the most part, that heart disease is the leading cause of death among Canadian women and that women are at no less of a risk for heart disease than men, but are unaware that more women than men die of the disease every year (75% and 68% vs. 47%) • Most women are also knowledgeable of the myths around heart disease and body weight • 6 in 10 (58%) know that obesity is a risk factor for infertility and virtually all (97%) know that you don’t have to be overweight to worry about heart disease or stroke Knowledge of Risks Associated with High Cholesterol/ Blood Pressure Q13A/C/G/H & Q24C/D. To the best of your knowledge, which of the following statements are True and which are False? Base: Canadian women age 40+ (n=2000)

  32. Quebecois Women are Less Knowledgeable of Cholesterol and the Risks Associated with High Cholesterol/ Blood Pressure than other Canadian Women • Nearly 7 in 10 (67%) Quebecois women incorrectly believe that exercise and a healthy diet are sufficient to maintain healthy cholesterol levels versus just under half (45%) of women living elsewhere in the country • Similarly, nearly 4 in 10 (37%) are under the assumption that men are at more risk of heart disease than women and are more likely than other Canadian women to believe the myth of White Coat Hypertension (19% vs. 8%) • Twice as many women living in Quebec versus elsewhere in the country are unaware of obesity as a risk factor for infertility (21% vs. 9%) • Nearly 4 in 10 (37%) do not believe that high blood pressure can cause dementia % Believe Statement to be TRUE When Actually FALSE % Believe Statement to be FALSE When Actually TRUE Q13/ Q24/ Q32. To the best of your knowledge, which of the following statements are True and which ones are False? Base: Canadian women age 40+ (n=2000)

  33. 1 in 5 Women Suffering From High Cholesterol/ High Blood Pressure Would NOT Recognize the Symptoms of a Heart Attack if they Were to Experience One • The perceived ability to recognize the symptoms of a heart attack, if faced with one, appears to increase with age (see graph below) • However, the majority of women do not realize that headaches (61%) and muscle spasms (70%) are heart attack symptoms • Only 1 in 5 realize that chest pain, shoulder pain, weakness, light headedness, headaches and muscle spasms are ALL symptoms of a woman experiencing a heart attack All of the above: 18% Q26. Do you believe you would recognize the symptoms of a heart attack if you were suddenly faced with them? Q27. Which of the following symptoms do you think are felt by women experiencing a heart attack? Base: Canadian women age 40+ (n=2000)

  34. 6 in 10 Women Perceive Themselves to be at Least Somewhat at Risk of Developing Heart Disease • The majority of Canadian women aged 40 and older consider themselves at least somewhat at risk for developing heart disease • At least half of women diagnosed with high cholesterol (53%) or high blood pressure (56%) consider themselves at some risk • Quebecois women, however, are more like likely than other Canadian women to not consider themselves at risk (17% vs. ROC: 8%) To at least some extent: 58% Q15. To what extent, if any, do you think you are at risk for developing heart disease? Base: Canadian women age 40+ (n=2000)

  35. Women are More Likely to Blame Genetics than Lifestyle Habits for Placing them at Risk for Heart Disease • While 1 in 6 (15%) women say they do not exercise at all and 3 in 4 (74%) of those who do exercise say they don’t get enough of it, the majority (62%) do not think their inactive lifestyle is what places them at risk for heart disease (62%) • Rather, half (52%) blame their family history for placing them at risk, especially those in the Atlantic provinces (68% vs. ROC: 50%) • Unlike other Canadian women, Quebecois women are more likely to blame their smoking habit (26% vs. ROC: 9%) while the thought of a poor diet decreases with age (40 to 49: 24% vs. 50 to 59: 16% vs. 60+: 7%) • Despite more women then men dying from heart disease every year, 6 in 10 (61%) women say it was their father who suffers/ had suffered from heart disease versus just under half who say their mother or another blood-related family member (45% and 46%, respectively) Q16A. Why do you think you are at risk for developing heart disease? Base: Canadian women age 40+ who believe they are risk for developing Heart Disease (n=1678) Q16B. Who in your family currently suffers from or has suffered from heart disease? Base: Canadian women age 40+ who believe they are at risk for developing Heart Disease because of their family history (n=851)

  36. Despite Heart Disease Being the Leading Cause of Death Among Canadian Women, Half of those living in Quebec and Atlantic Canada are Most Concerned with Cancer • 3 in 10 (28%) women are the most concerned about Heart Disease, relative to Breast Cancer, memory problems, Diabetes, Osteoporosis or Melanoma • 4 in 10 (42%) women residing in the Maritimes are most concerned with Heart Disease while 1 in 3 (33%) Quebecois women are most concerned with Breast Cancer Q23. Please rank the following health concerns from the one you are the most concerned about developing to the one you are the least concerned about developing. Base: Canadian women age 40+ (n=2000) Q40. Cancer rates are highest in Quebec and the Atlantic provinces. Does this make you more worried about cancer than other diseases? Base: Canadian women age 40+ residing in Quebec and the Atlantic provinces (n=640)

  37. DEMOGRAPHICS

  38. Region, Age & Marital Status Base: Canadian women age 40+ (n=2000)

  39. Income, Education & Employment Status Base: Canadian women age 40+ (n=2000)

  40. Family Doctor, Mother, Caretaker Base: Canadian women age 40+ (n=2000)

  41. Contact Information For more information about this project, please contact: Dimitra Maniatis, Project Manager dmaniatis@legermarketing.com Dave Scholz, Vice President dscholz@legermarketing.com TEL: 416-815-0330

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